PATIENTS waiting for vital NHS health checks are experiencing mental health issues due to the stress over postponed tests and surgeries, an Asian health campaigner has warned.
Following the coronavirus pandemic and the overwhelming strain on the country’s healthcare resources, the NHS has had to postpone many key assessments tests or patients as it works through the Covid backlog.
In June, the overall waiting list for tests (including MRIs and heart scans) was 1.4 million patients. This was an increase of 28 per cent compared with two years prior, NHS England analysis showed.
Kirit Mistry is the chair of South Asian Health Action and helps to facilitate patient groups – including one for south Asian patients with diabetes and another for kidney disease.
Kirit Mistry
Mistry said he has been supporting some individuals who have had various procedures delayed. He has spoken to kidney disease patients whose transplant surgeries have been postponed.
“It has a big impact on their mental health,” he told Eastern Eye. “There is an uncertainty of not knowing if your condition is spiralling out of control, and that can be very worrying.”
Although Mistry said he understood that procedures have been delayed due to the pandemic’s impact, the NHS needed to communicate with patients about the ongoing situation.
“Better communication would alleviate people’s mental health challenges, by [the NHS] keeping in regular contact and saying, ‘we’re aware your checks have to be done and just bear with us’,” he explained. “That lack of communication doesn’t help people and can leave them anxious or depressed. It certainly has an impact on the wellbeing and mental health (of those patients).”
'The NHS is under resourced'
Rachel Power is the chief executive of Patients Association, a charity aiming to improve patients’ experience of healthcare. She acknowledged the “huge challenge” that the NHS has faced during the ongoing pandemic and said its ability to provide non-Covid-19 care has been “seriously affected”.
“Now the NHS needs more resources – money and staff – and strong leadership to treat and care for the many patients on waiting lists,” she told Eastern Eye.
Echoing Mistry’s view, Power said the NHS needed to understand the impact on
patients who were waiting for tests. “(The NHS needs to) act in response,” Power remarked. “This means clear communication to patients whose treatment is cancelled or postponed, with expectations about what might happen next.
“Extra support to help people remain as well as possible in their own homes should be provided when possible.”
Last Thursday (26), the Health Foundation think-tank cautioned that delays in diabetes diagnosis and treatment could have severe impacts on patients and the NHS.
Data showed there were 26 per cent fewer new cases of type 2 diabetes diagnosed in 2020 compared to 2019 in England. People suffering with diabetes usually have an annual check-up – including an examination of their eyes, kidneys, and feet for signs of complications related to the condition – but many of these were cancelled, delayed, or moved online, leading to reductions in patient monitoring.
For example, the Health Foundation found HbA1c testing (a measure of average blood glucose levels for the last two-to-three months) was 43 per cent lower in 2020 than in 2019. Referrals to diabetes nurses and education programmes were 35 per cent lower.
Mistry, who has type 2 diabetes himself, said he was concerned about the backlog. “We know that during the pandemic, people’s diabetes may have gotten bad because their lifestyle or diet couldn’t be managed properly because of them being at home,” he explained. “The importance of regular blood tests which gives us a three-month variation of how our blood levels are doing is vital.
“It is going to cost the NHS more in the long run and cause complications.”
Responding to Eastern Eye, an NHS spokesperson said treating thousands of patients for Covid-19 had inevitably had an impact on other parts of the health service. However, they noted the NHS was already showing strong signs of recovery in areas including diagnostics, with almost two million tests in June alone.
They said: “The NHS is continuing to urge anyone with health concerns or symptoms to come forward so we can help you. Latest figures show that the average waiting time for a diagnostic test has fallen to less than three weeks, and the number of patients waiting six weeks or more has dropped by more than a third since this time last year."
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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